The makers are also attracted by the opportunities offered by the digital communication technologies. Jaguar is taking an initiative to speak to its tech-savvy, affluent audience through an application that showcases its new Jaguar XJ models. There are video, services options, prices and opportunities to speak with Jaguar representatives via phone. Ubermind, the technology firm that specialises in developing desktop, Web and mobile phone applications, is collaborating with Jaguar to develop this application.
The application is aimed at all Jaguar consumers but is designed especially for customers of Alvarez Jaguar dealership in Riverside, CA. The application allows the user to view and explore the vehicle through videos. There are service options available in the application and the user can schedule an appointment at a dealership. Apart from giving detailed description of the models the applications lists the prices of all the models available at the dealership.
The luxury brands have to be careful while creating an application so as to target only those customers that they want. Jaguar, for example, is consciously targeting an older, affluent and tech-savvy crowd that can only be reachable through its newest marketing strategy. Jaguar has developed other applications also to showcase new models. They have an interesting iPhone application that allows users to design their own Jaguar.